Xiaomi has started buying print ads in India, the company’s Global Vice President Hugo Barra said Friday on his Twitter account. The company’s first print ad was a full front-pager for its Mi 4 phone in The Times of India newspaper.

A Xiaomi spokeswoman said it was a small pilot run in six different Indian newspapers, and the company was open to new ways of getting the word out about their products.

It’s a different story in India, Xiaomi’s biggest overseas target market this year. Indian shoppers are still used to buying phones in brick-and-mortar stores, and most haven’t heard of Xiaomi. This year, Xiaomi is adjusting its sales model in the country, such as by striking partnerships with some brick-and-mortar retailers.